Warner Music UK now has its own studio at its London HQ – the centrepiece of a new creative content division called The Firepit.
Use of the studio, which offers two recording rooms plus viewing and writing space, will be non-recoupable for Warner Music’s artists and prospective new signings.
In addition to producing short and long form visual content, supporting brand partnerships and recording music, Warner says The Firepit will ‘incubate emerging technologies for Warner Music’s family of labels, helping them to create fresh, original and inventive campaigns as well as developing new commercial opportunities for their content’.
Max Lousada, Chairman & CEO of Warner Music UK said, “The Firepit grew from our commitment to telling our artists’ stories in the most vivid, compelling and powerful ways possible.
“Placing the creative process at the heart of the organization will give us a dynamic space.”
Max Lousada, Warner Music UK
“It’s not enough for people to simply hear our artists’ music or see the content they create, we want them to really listen; to watch, to engage, to react and to connect.
“Placing the creative process at the heart of the organization will give us a dynamic space in which we can pioneer rich, immersive experiences for fans and unlock new promotional and commercial opportunities for our artists.”
The Firepit draws on a new, dedicated in-house team as well as a network of external experts across three pillars:
Creative Content
The Firepit’s production company and creative content agency will be headed up by Stefan Demetriou as VP, Content.
The exec has led campaigns for a range of artists at Warner including Coldplay, Kylie Minogue and Muse.
Demetriou (pictured inset) is a two-time Grammy nominee and produced the 4K Ed Sheeran concert film for NBC, Sky Arts, LG TV and theatrical distribution worldwide.
Working closely with Demetriou as Head of Development at The Firepit is Matt Cook, formerly of MTV Networks and Crown Productions.
Alongside Demetriou, The Firepit’s production studio manager, Trish McGregor, will run a team of filmmakers and content creators. Trish was previously Studio Manager at Abbey Road Interactive, heading up a world-class production and design facility.
A range of projects are already in development including online and broadcast formats, live and campaign content, feature-length projects, digital creative and artist specials.
‘Innovation Incubator’
The Firepit’s ‘innovation incubator’ will work with tech firms, start-ups and developers to create pilot projects that will be up streamed to Warner Music’s family of labels.
Recording Studio
The Firepit’s recording facility features two studios, viewing and writing space and a host of top of the range equipment, both brand new and vintage.
The Firepit recording studio will be overseen by Conor O’Mahony, VP A&R Co-ordination WMUK, who will work with in-house engineer Richard Woodcraft, previously Senior Engineer/Producer at RAK Studios.
Woodcraft won a Grammy award for his work on In Rainbows by Radiohead and engineered and recorded the current Mercury Prize-winning album from Benjamin Clementine.
He has also recorded and mixed with the Arctic Monkeys and The Last Shadow Puppets, as well as working with Neil Young, Savages and Michael Kiwanuka.Music Business Worldwide
